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Brainchild

Witty Danish design classics reimagined as playful, accessible home décor at Horsens harbor.

4.8

Brainchild is a design-focused poster shop in Horsens that reimagines iconic Danish furniture classics through witty, literal interpretations. Founded in 2016, the brand transforms the names of legendary pieces like The Egg, The Artichoke, and The Swan into minimalist graphic prints, wooden figures, bedding, and home accessories. Located at the harbor, the physical store showcases the brand's playful approach to Scandinavian design heritage, blending humor with high-quality craftsmanship.

A brief summary to Brainchild

  • Jenny Kammersgaards Vej 11, Horsens, 8700, DK
  • Visit website
  • Duration: 1 to 2 hours
  • Mid ranged
  • Environment icon Indoor
  • Mobile reception: 5 out of 5
  • Monday 10 am-4 pm
  • Tuesday 10 am-4 pm
  • Thursday 10 am-4 pm
  • Friday 10 am-3 pm
  • Saturday 10 am-1 pm

Local tips

  • Visit on weekdays (Monday, Tuesday, or Thursday) for the full 10–16 opening window. Friday hours are shorter (10–15), and Saturday is open only on the first and last Saturday of each month (10–13). The shop is closed Wednesdays.
  • The harbor location offers excellent natural light and a welcoming atmosphere. Allow 1–2 hours to browse the full range of posters, wooden figures, bedding, and home accessories without feeling rushed.
  • If you're unfamiliar with Danish furniture design classics, the staff can explain the clever conceptual connections behind pieces like The Egg, The Artichoke, and The Swan, enriching your appreciation of the designs.
  • Consider purchasing a curated poster set or collection package rather than individual pieces—the brand offers bundled options that create cohesive gallery walls at better value.
  • The shop stocks both framed and unframed options. Unframed posters are more affordable and allow you to customize framing to match your home décor.
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Discover more about Brainchild

A Playful Take on Danish Design Heritage

Brainchild reimagines iconic Danish furniture classics through literal, witty interpretations that celebrate Scandinavian design history. Founded in 2016 by Martin Brix Midtgaard, a media graphics student, the brand began as a digital concept shared on Instagram before evolving into a thriving design enterprise. The core philosophy centers on reviving the original vision of Danish design—that high-quality, beautifully crafted objects should be accessible to everyone. By transforming the names of legendary furniture pieces into visual designs, Brainchild creates a bridge between design heritage and contemporary interior culture.

From Digital Concept to Harbor Showroom

What started as five pastel-colored poster designs has grown into a comprehensive collection spanning multiple product categories. The brand initially operated as an online-only venture before opening its first physical location in Aarhus. By 2023, demand had outgrown that space, prompting a relocation to a larger, purpose-built showroom at Horsens harbor. This waterfront setting provides a bright, welcoming environment where visitors can explore the full range of Brainchild's creations in person, from framed posters to wooden sculptures and home textiles.

The Art of Literal Interpretation

The genius of Brainchild lies in its conceptual clarity and visual wit. When you encounter "The Egg," you see an actual egg rendered as a minimalist graphic. "The Artichoke" becomes an illustrated artichoke. "The Swan" transforms into an elegant swan silhouette. These literal translations of furniture names create an immediate, delightful recognition for anyone familiar with Danish design history, while remaining accessible and charming to newcomers. The designs employ simplicity, humor, and precise language to make design education feel playful rather than academic.

A Diverse Product Ecosystem

Beyond the signature furniture-inspired posters, Brainchild's collection encompasses botanical illustrations, animal-themed designs, food-inspired graphics, children's prints, wooden figurines, bedding, and a curated selection of photographs. Each category maintains the brand's distinctive visual language—clarity, minimalism, and conceptual wit. The animal-themed posters remain particularly popular, celebrated for their clean compositions and approachable charm. This diversity ensures that visitors can find pieces suited to various interior styles and personal preferences, whether seeking a single statement poster or a complete coordinated collection.

Quality and Accessibility as Core Values

Brainchild operates from the conviction that exceptional design should not be reserved for collectors or the wealthy. The brand sources materials thoughtfully and maintains competitive pricing across its range, making authentic Danish design accessible to broader audiences. The showroom itself reflects this philosophy—a bright, welcoming space with excellent natural light where customers can view products in context and receive knowledgeable guidance. The brand's strong reputation, reflected in consistently high customer satisfaction ratings, underscores its commitment to both quality and service.

A Living Connection to Scandinavian Culture

Brainchild represents more than a commercial enterprise; it is a cultural ambassador for Danish design values. By celebrating the golden era of Danish furniture design (1920–1970) through contemporary visual language, the brand keeps that heritage alive and relevant. Visitors to the Horsens showroom experience not just a retail space but a celebration of Scandinavian creativity, humor, and the enduring belief that beautiful, functional design enriches everyday life.

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